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Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity
In this great country of ours, there are basically three ways to get yourself tons of media coverage.
You can be a celebrity. Try becoming a TV, movie or sports star. That's a good start.
You can become notorious. Getting arrested, or enmeshed in a juicy scandal, will do nicely.
But I recommend that you follow the third route. You can become an expert.
Experts, you see, are quoted in the media all the time. All the time. The media need experts to interview and quote, just like puppies need blankets to chew on. Couldn't live without 'em.
To a TV, radio, or newspaper reporter, experts are essential because they explain things to the watching and reading audience. News reporters, on air or in print, may choose the news and tell it. But experts explain it all.
Sports fans might look at it this way: reporters and on-air personalities are like the play-by-play announcers. But experts are the color commentators who fill in the meaning.
Try this: I defy you to watch any news program or channel for more than 10 minutes, without seeing an expert quoted. Won't happen. Just like you'll never see Monday Night Football without a gaggle of commentators.
But, unless you're ready to cough up big bucks to buy mailing lists, it limits you. You can only reach the people you already know - the ones in your database. All those people will get to know you better, and that's good - but you won't be meeting any new prospects. To do that, it's either spend on lists or advertising, or learn how to get yourself some free publicity.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.
When Managers Play the PR Card
The payoff for business, non-profit or association managers can be a real assist towards meeting their department, division or subsidiary objectives.Playing that public relations card means they've decided to pursue their objectives by reaching, persuading and moving those outside audiences whose behaviors most affect their organizations, to actions those managers desire.
PR and the Small Matter of Results
As a business, non-profit and association manager, how satisfied are you when the public relations people assigned to your unit spend the bulk of their time on someone's favorite special event, brochures, press releases and talk-show mentions?Especially when you'd rather have a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives?You know, PR that does something positive about the important outside audiences whose behaviors most affect your operation. And, in the bargain, helps persuade those key external audiences to your way of thinking, helping move them to take actions that allow your department, division or subsidiary to succeed.
Is PR Right for You? 6 Questions to Ask
When most people think about marketing, they think advertising. While advertising is a part of marketing, marketing is much bigger than advertising.
Five Publicity Buckets For Marketing-Minded Financial Planners
Maybe you've seen another financial planner on TV, and thought, "Hey, I'm just as good as she. Why didn't the press pick me?"Well, chances are, as you now know, they picked her for at least two good reasons: She is a proficient - though not necessarily top-financial planner, and She did something, somewhere, to get on their radar screen.
Publicity: A Financial Planners Best Marketing Friend
There's an old African proverb:"If you think you are too small to make a difference, try sleeping in a closed room with a mosquito."There's a message here for financial planners who want to get free publicity exposure, and use it as a smart marketing tool to grow their practice.
Ignore PR at Your Peril!
If you do, it means:you don't value tracking the perceptions of important outside audiences whose behaviors could sink your ship:you don't care about setting a public relations goal designed to correct misconceptions, inaccuracies or rumors that can hurt you;you care even less about strategies to get you from here to that PR goal you already don't care about;and you certainly don't value the persuasive messages you need to convince your key outside audiences that their damaging perceptions of your enterprise are dead wrong.Man, that's risky and an awful lot not to care about!Actually, I don't believe you don't care, and I don't believe you're really ignoring public relations.
Attention Owners of Food Related Businesses: How to Get Publicity Any Time You Want
Attention: Who Else Wants To Get Publicity Whenever You Want It?Publicity is when newspapers, radio shows, television shows, magazines, internet radio or pod casts want to feature you. Advertising is something you pay for.
Marketing-Minded Financial Planners, Its Not Who You Know But What You Know
Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:"Who do you know in the media? (Or, sometimes they frame it as, "Who do I need to know in the media?") Can you get me publicity?"My answer is always the same.
Press Release, An Alternative For Paid Advertisement. Step 1
What's a press release? This is generally a one page story about your business, your product/service or an event happening related to your business that is about to, or recently occurred. These publicity stories are generally "shot gunned" to newspapers, radio, television and the trade publications.
The Three-Mile Radius
In last year's animated film Shrek II, a giant gingerbread man steps on a building and sends all the customers scurrying across the street. The name of the establishment they leave and the one they run into is "Farbucks" - poking fun at the fact that an unending stream of patrons appears willing to pay four bucks for a cup of coffee.
What You Dont Know About PR Can Hurt You
And hurt bad if you are a business, non-profit or association manager. Especially when you rely too heavily on tactics like special events, brochures and press releases to get your money's worth.
Take the High Ground With Quality PR
Quality public relations does something positive for business, non-profit and association managers about the behaviors of the key external "publics" that most affect their operations. In other words, it alters individual perception that leads to changed behaviors among their really important outside audiences.
TV Reporter Shares the Secrets to Getting Covered on the News
Do you have a great idea for a story, but no clue how to get it in the news? Are you tired of pitching press releases the news media simply ignores?After twenty years of beating the street as a TV reporter, I have a scoop for you: the media needs good stories. But most stories are pitched so poorly, they are lost in the blizzard of faxes that blanket every newsroom.
Business Gifts for Your Clients and Employees
Tis' the season for business and corporate gift-giving! If you believe in the law of reciprocity, and if your business is the least bit successful you must; you know that giving back is not only the right thing to do, but it's very smart business as well. Let's look at some of the benefits and mechanics of Christmas and holiday gift-giving.
A Blueprint for Managing your PR
OK, as a manager, your goal is to show a profit for your business unit, or meet certain expectations of your association membership, or achieve your non-profit's operating objective. In each case, you'll need public relations activity that creates behavior change among your key outside audiences.
The Best PR Has to Offer Managers
How cool is this? You're a business, non-profit or association manager. You decide to get serious about your public relations and shift the spotlight away from communications tactics.
How To Get FREE Publicity Whenever You Want !
What you are about to read is a step by step guide to getting FREE publicity. Simply, this is advertising that costs nothing, yet can bring in regular and substantial orders for your products and services.
Whats Stopping You From Getting Publicity?
When I talk with business people, they tend to believe if they offer good service, they will automatically get "noticed".Everybody "wishes" for this, but this rarely happens automatically.
Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time
Public relations writing when writing press releases can be a real challenge.When writing press releases the most important part is the headline or title.
Get Outsiders on Your Side
Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.I refer to behaviors like inquiries on the increase, new waves of specialized employment applications, more and more followup purchases, new levels of membership queries, a substantial boost in capital donations, or more frequent component specifications by engineering firms.
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